"Where we can Americanize this sport is in the television broadcast," Heineman said. "We're spending a lot of time talking about that here because that, for us, is the next big frontier from a Sporting perspective.

"Our ratings have started to creep up over the course last couple of years. They're still a fraction of what the Chiefs and the Royals are, and we understand that.

"The way we believe that [lower ratings] can change is if you Americanize the broadcast a bit, give you tighter angles and tighter shots on what's going on in the game," he said. "Where we really see that in-stadium is when we have people who sit close, the first two or three rows, and sit down at the Field Club. They come up and they say, 'I'm not a huge soccer fan, and I certain never understood the speed and physicality that these players play.'

"And so I think some of that has to reflect through on the broadcast," he went on, "to allow us to get not only the core fans, the die-hard fans, but also the casual fans and non-soccer fans to spend some time watching our broadcasts."

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